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Advertising Inserts

One of the best and easiest ways to advertise without having
to worry about shelf life of those who would most likely use your
services or buy the products from your small business is to use
inserts in your local newspaper. A marketing piece might also be
to insert our flyers in the daily newspaper. This usually ranges
from $23.00-35.00 per thousand if we print the flyers and
$25.00-50.00 per thousand if the newspaper prints them. The
newspaper rarely prints flyers in house, although some do. They
contract it out because their printing presses are all
computerized and specialized for that industry only. Large
newspapers such as The Los Angeles Times have really neat
programs whereby they will mail a flyer to every residence, which
doesn't take the paper. Christmas time is a bad time to do
inserts because it gets lost in all the shuffle of 20 other color
catalogs of every retailer under the sun.

Under no circumstances should you do inserts on Thursdays or
Sundays. On Thursdays grocery stores typically come out with
their ads and on Sundays, which is usually a newspaper's highest
circulation day, all businesses try to get in. A good day is
Monday, Tuesday or Saturday. Most people don't read the paper on
Fridays because it's the weekend and they've got things to do.
Also, you want the phone to ring on Mondays and Tuesdays since
they are the slowest days for many small businesses.

Most people call on the first or second day after an ad. Over
one-half call immediately and the other one-half call over the
next three weeks. When the ads are designed properly, we get
0.5-4.5% market penetration (phone calls). This is three times as
much as placing an ad in the newspaper. Ads in newspapers, much
like the telephone book, don't work for us very well at all. It's
a waste of money and you will be under whelmed by it's dismal
results. Weekly newspapers are good if you advertise in the
service directory because the shelf life is longer. Inserts in
weekly newspapers are awesome. They normally will fall into the
same price range as daily newspapers. When placing an order for
inserts be sure to ask which days have one to three inserts or no
other inserts. This is your best choice for days and it will
raise your inquires by 1-2%.

If your current newspaper advertising is not pulling for you
the way you wish it were, try inserts next time. Think about
it.

Raising transparency in the online advertising ecosystemPhys.OrgThe TYPES project "protects individuals' privacy while empowering them to control how their data is used by service providers for advertising purposes," says Rosa Araujo, from Eurecat (Barcelona, Spain), project coordinator. "By raising end user trust ...

Pinterest expands shopping ads for retailersAdAge.comHe says that as an automated advertising product, Pinterest's "shopping ads" take away a lot of the legwork for brands used to managing their own campaigns and advertising based on performance. Retailers can upload their product catalogs and showcase ...

What Monkeys Can Teach Us about AdvertisingScientific American (blog)As early as the 1870s, companies like Pearl Tobacco and later, W. Duke & Sons, employed social advertising, showcasing nude or partially exposed women on posters and trading cards. Although the images had no direct link to the products, sales increased ...

Lidl hires The Martin Agency for new advertising campaignRichmond.comThe Germany-based grocery chain, which opened its first U.S. stores last summer, has hired Richmond-based The Martin Agency to develop an advertising campaign that takes aim at competitor's higher prices. The “Don't Let Them Waste Your Money” ad ...

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